Sign up to save your podcasts
Or
Share SchneiderB.FM
Share to email
Share to Facebook
Share to X
Share to email
Share to Facebook
Share to X
Or
SchneiderB.FM episodes
- Podcast: The Brilliance Awards with Liza and Rob NormanToday’s guests are Rob and Liza Norman from InspirED School Marketers. Rob and Liza are a married couple that have been business partners for 27 years. They were in business for 25 years as Turnaround Marketing exclusively working with independent schools doing brand development, enrollment marketing as well as other types of development marketing. About four years ago Liza came up with Inspired School Marketers because there really wasn’t a resource targeted to independent schools for marketing and communications (MarCom). Inspired School Marketers offers a podcast, blog, daily e-newsletter with one idea being shared every day and other resources targeted to the independent school MarCom community.Our topic today is The Brilliance Awards, which are MarCom awards for the independent school community.I want to get the word out about this award opportunity. This is the third year of the awards; Rob and Liza are starting to gain momentum. The Brilliance Awards are a great way to receive recognition as well as a great professional development opportunity. Past winners of the awards are listed on the website, which provides an opening to see what other schools are doing to get ideas and inspiration.I’ve known Rob and Liza for a long time and we always have a good time when we get together. I hope you enjoy this episode as much as I did!In this episode here’s what we’ll coverBackground of The Brilliance AwardsWho is eligible to apply for The Brilliance AwardsWhy The Brilliance Awards are great for professional developmentThe goals of The Brilliance AwardsWhat judges think of The Brilliance AwardsHow to use past Brilliance Awards to learn more about creative approaches to MarComDiscussion about new categories this year (there are 29 total categories)Small Doesn’t Mean Limited (discounted price)In-house vs OutsourcedNew advertising categoryStill photography (campus and architecture, people, sports, performing arts, etc.)Branded webpageViewbook writingMagazine feature article designThe inclusion of international schoolsAbout Steppingstones Scholars, awards beneficiaryEarly bird special through September 14th, final deadline October 19thWinners announced December 28, 2018Previous winners and why they stand outIn-depth case studies completed on gold winnersA stand out video you won’t want to missHow the judges are chosenHow schools can participateHow The Brilliance Awards can provide valuable feedback to participantsItems mentioned in this episode includeInspirED School Marketers websiteSteppingstones Scholars, Inc. – beneficiary of The Brilliance Awards2017 Gold Winner – Viewbook – Girls Preparatory School, Chattanooga, TN2017 Gold Winner – Enrollment Video and AF Appeal Video – McCallie School, Chattanooga, TN2017 Gold Winner – Hashtag Campaign and Out of the Box Concept – Stuart Country Day School, Princeton, NJ2017 Gold Winner – Homepage, In-House – Presbyterian Day School, Memphis, TN2017 Gold Winner – Single Webpage or Microsite – Taft School, Watertown, CT2017 Gold Winner – School Logo – Hellomethod for Chappaqua Friends Nursery School, Chappaqua, NY2017 Gold Winner – Capital Campaign Video – Cardinal Hayes High School – Bronx, NY2017 Gold Winner – Printed Magazine – Aldeia for Putney School, Putney, VTHelp Me Spread the Word!If you enjoyed this episode of the SchneiderB.FM podcast, please head over to iTunes, leave a rating, write a review and subscribe.28 min
- Getting the Parent Value Proposition Right Using Data and Analytics with Trevor WaddingtonToday’s guest on the podcast is Trevor Waddington, CEO of TYW Education Group. Trevor has many years of experience in the role of director for school admissions, communications, marketing and financial aid.The topic for this episode originated in the SchneiderB University Facebook Group, where someone asked for an example of a parent decision journey map. Trevor jumped in with a comment about his business model of value management and how it is being transformed and used by private schools.There was so much interest from the group on this topic that it made sense for us to discuss this topic on the podcast.In today’s discussion, you’re going to hear how Trevor has developed a parent value proposition data system that helps inform the messaging and process used to market to the parents who are most likely to value the educational experience your school is offering.In this episode here’s what we’ll cover:How to create a data-based quadrant parent value prediction systemThe role that geo-behavioral and psychographic data play in tailoring the system to your school’s needsUsing data to create mission-appropriate messaging that will compel parents to take actionCreating powerful and sharp enrollment predictionsUsing data and analytics to inform the parent valuation decision processUnderstanding how the value management system affects how we market to familiesUsing a data-informed value proposition system to retain families by utilizing all aspects of the schoolA 3-pronged process for gathering feedback from familiesHow to use online advertising, especially Google Ads, to build your value proposition campaignsWhy you should test and build on the performance of your online advertisingItems mentioned in this episode include:Wealth EngineNielsenClaritasGeneral census informationHow to Find Today’s Guest:Trevor Waddington, CEO TYW Education GroupWebsite: www.truthtreeconsulting.comDC School HubNYC School HubLinkedIn.com/TrevorWaddingtonHelp Me Spread the Word!Check out the SchneiderB.FM podcast to help you with your school marketing!Click To TweetIf you enjoyed this episode of SchneiderB.FM, please head over to iTunes, leave a rating, write a review and subscribe.What tool(s) do you use to predict the value parents and students will have for your school? Please share with the school marketing community in the comments below!1 min
- Word of Mouth Marketing for Your School with Rick Newberry
When most parents are asked how they first heard about their children’s private school the overwhelming response is through word of mouth. The troubling fact about this response is that most schools don’t have a specific strategy in order to harness the power of word of mouth marketing for their school and simply leave it to chance.
In this episode of the Internet Marketing for Schools podcast I interview Rick Newberry of Enrollment Catalyst. Rick has become my word of mouth marketing expert and in this episode Rick discusses how schools can and should think intentionally about word of mouth marketing for their school.
In this episode, here’s what we’ll cover:- How long Rick has been involved with enrollment at schools
- How Rick became so focused upon Word of Mouth marketing
- Whether schools have a specific plan to drive word of mouth marketing
- The term WOMBound
- How a school can implement and/or harness word of mouth marketing
- The 8 drivers of word of mouth marketing
- The 5 “T’s” of Word of Mouth Marketing
- The Net Promoter Score
- Word of Mouth Marketing: How Smart Companies Get People Talking
- WOMbound: A New Term for Word of Mouth Marketing
- The Celebrity Experience: Insider Secrets to Delivering Red Carpet Customer Service
- Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements
- Answering the Ultimate Question: How Net Promoter Can Transform Your Business
- Enrollment Catalyst
- 12 Strategies to Keep Your Current Families Enrolled and Grow Your School (Free eBook)
38 min - Using Instagram for Your School with Rebecca Moore
I can’t remember when I first connected with Rebecca Moore, the Director of Communications at Randolph School located in Huntsville, AL.
What I do know is that when we recently connected she shared a project they were completing at Randolph School involving the school’s Instagram account, students, hashtags, and more.
I became really excited about her project and knew I had to share it with you. I hope you enjoy this show and that it leaves your head full of ideas about how to use Instagram for your school.
In this episode, here’s what we’ll cover:- When Randolph School launched their Instagram account
- Why they started their Instagram account
- How many people help manage their Instagram account
- How they involve students in the management of their Instagram accounts
- How frequently they post per day and per week
- What tools they use to manage Instagram
- IFTTT recipes used by Rebecca
- The reason why Rebecca shares photos on Twitter from the school’s Instagram account
- The goals of their Instagram account
- The Randolph School Viewbook Project
- How they involved their current students in the project
- Why they made the decision to print the viewbook
- What might cause Instagram to fail
- How they used hashtags to gain photo permissions
- The power of hashtags across social media channels
- How they came up with their hashtags
- Whether they allow teachers and/or students to use their school’s Instagram account
- Tips and tricks that Rebecca offers for using Instagram at a school
- New Instagram projects for this year
Items mentioned in this episode include:- Instagram account
- IFTTT
- Schedugr.am
- Camera Plus
- Shelley Blake-Plock – “21 Things That Will Become Obsolete in Education by 2020“
- #rstories13
- Randolph School Viewbook
- Screenshot of Twitter feed
Help Us Spread the Word!
Please let your Twitter followers know about this podcast. Simply click here now to post a tweet.
If you enjoyed this episode of the Internet Marketing for Schools podcast, please head over to iTunes, leave a rating, write a review and subscribe. And
38 min - Whipplehill – Blackbaud Discussion with Travis Warren
In August 2014 it was announced that Blackbaud had acquired Whipplehill. It was a move that surprised and left those in the independent school community excited, scared, and asking questions about the future of each company.
While I don’t have the answers to those questions I was able to get Travis Warren on the podcast to answer reader questions as well as some of my own.
If you have any additional questions for Travis please ask them in the comments section below.
Enjoy the show!
[powerpress]
In this episode, here’s what we’ll cover:READER QUESTIONS
1. Amy Schlussel, Hillel Day School of Metropolitan Detroit: I really want to know whether Blackbaud and Whipple Hill will now be able to “talk” to each other. Meaning, when we update records in Blackbaud, can they automatically be uploaded to Whipple Hill (like new students, withdrawn students, graduating students, etc.).
2. Helen Baldwin, The Kildonan School: What does Blackbaud buying Whipplehill mean for schools who currently have/use one or the other, but not both Blackbaud and Whipplehill now. WE currently have Blackbaud and are using Finalsite.
3. Jon Kunz, St. Stephen’s & St. Agnes School: With so many competitors moving towards a more user-friendly interface for admission officers, does this acquisition point evidence towards blackbaud also moving in this direction? If so, when do they estimate a new, updated interface might be ready to be revealed?
4. Suzanne Murphy, The Fessenden School: Are there any plans to provide a “SalesForce like” CRM solution for clients?
SCHNEIDERB QUESTIONS
- Why Blackbaud?
- Are any Whipplehill and/or Blackbaud products going away?
- Is Whipplehill a software company, web company, or design company?
- What is Travis’s new role in the company?
- Is the Whipplehill name going to go away?
- Where did the Whipplehill name come from?
- What is Travis excited about in the future?
Items mentioned in this episode include:- Whipplehill
- Blackbaud
- Better Together
- onSuite
- Edge Products
Help Us Spread the Word!
Please let your Twitter followers know about this podcast. Simply click here now to post a tweet.
If you enjoyed this episode of the Internet Marketing for Schools podcast, please head over to iTunes, leave a rating, write a review and subscribe. And if you listen o
47 min - The Social Media Athletic Director with Jeff Walrich
Typically when I speak and write about inbound marketing and social media my audience is composed of admission, communications, advancement, and/or marketing people. I usually never find athletic directors in my audience…until now.
I received an email a few months ago from Jeff Walrich, the Athletic Director at Gilmour Academy, and he had some pretty sophisticated questions about the use of social media. He also shared plans he had for a social media campaign for his school.
After a few conversations I knew I had to get the social media athletic director on the podcast to discuss his social media campaign. Enjoy!
In this episode, here’s what we’ll cover:- Jeff explains Gilmour Academy’s (GA) recently launched social media campaign.
- He discusses the motivation for launching the social media campaign.
- He shares the campaign goals and how they will measure the effectiveness of the campaign.
- Jeff discusses Gilmour Academy’s social media channels and the purpose of each channel.
- He discusses his team and how he creates and manages all of the content they create for GA.
- The idea of using students to help manage Gilmour Academy’s social media channels.
- Jeff talks about the motivation behind the launch video for the social media campaign.
- While I’m a proponent of having one social media channel for a school we talk about Gilmour Academy’s success having social media channels strictly for athletics.
- Jeff discusses the Gilmour Academy Loyalty App.
- He share the cost of the Loyalty App.
- He discusses what he worries about with regard to social media.
- What is next for Jeff and social media at Gilmour Academy.
Items mentioned in this episode include:- Gilmour Academy
- Gilmour Academy App
- Gilmour Academy Social Media Campaign Launch Video
- Gilmour Academy Social Media Channels:
- Facebook
- Twitter
- Instagram
- YouTube
- Pinterest
- Flickr
- SchneiderB Social Media System for Schools eBook
- 75/25/1 Rule Blog Post
- Youtility by Jay Baer
- Apple Final Cut Pro
Help Us Spread the Word!
Please let your Twitter followers know about this podcast. Simply click here now to post a tweet.
If you enjoye
39 min - Social Media Marketing with Tim McDonough
Is your school using social media?
Are you using social media to market your school?
If you are, and you should be, I hope you’ll listen to this interview with Tim McDonough. Tim is the Director of Client Success for Finalsite who works with about a thousand schools. He has seen it all when it comes to social media and shares his expertise how to use social media for your school. Tim and I cover quite a bit of information during this interview and I know you’ll pick up a few tips and tricks to make social media marketing a success at your school.
In this episode, here’s what we’ll cover:- Explanation of social media marketing
- How does social media marketing relate, or not relate, to inbound marketing and word of mouth marketing
- Why schools should be participating in social media for marketing their school
- How schools can get started with social media
- 3 metrics you should be paying attention to in order to measure your social media efforts
- How should a school deal with negative comments on social media
- 3 common pitfalls Tim sees with schools using social media
- What is the 1 social media channel schools should be on
- Tactics and Suggestions for the following social media channels:
- Facebook
- Twitter
- Pinterest
- Instagram
- YouTube
- Explanation of Hashtags
- The value of experimentation
Items mentioned in this episode include:- Content Marketing Institute
- Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less
- Rick Newberry from Enrollment Catalyst
- Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World
- Made to Stick: Why Some Ideas Survive and Others Die
- Buffalo Seminary on Twitter
- Guy Kawasaki on Twitter
- BufferApp
- Hootsuite
- SproutSocial
56 min - The End of Chuck’s Corner with Chuck Will
When I began SchneiderB.com four years ago one of the blogs that I consistently read and modeled was Chuck’s Corner written by Chuck Will.
Although I’m excited for you to hear my conversation with Chuck it’s also bittersweet for me because Chuck’s Corner but will end this year when Chuck retires from Proctor Academy.
For 15 years Chuck has taught us about Proctor Academy, boarding school, blogging, photography, and ultimately, how to tell a great story.
I really enjoyed my conversation with Chuck and know you will as well.
Congratulations Chuck and thank you for all that you’ve done!
In this episode, here’s what we’ll cover:- How did Chuck start blogging before blogging was even a term, especially in the independent school world?
- Did Chuck’s Corner start with a mission?
- How was Chuck’s Corner first received?
- Was this blog designed for entertainment or information?
- What voice did Chuck use when writing Chuck’s Corner?
- Did Chuck have editorial review for Chuck’s Corner?
- What happens when you don’t have editorial review?
- Has Chuck’s mission changed with the blog over the 15 years that you’ve done it?
- How and why did you start using more photographs?
- Hear how Chuck’s background in the admission office helped shape his thinking about content on Chuck’s Corner
- Was the shift from words to photos intentional or organic?
- How does Chuck think about content?
- What is “Bottom-Up” content?
- How does Chuck think about branding in Chuck’s Corner?
- Was he a photographer before Chuck’s Corner?
- What does Chuck do to his photos to give them the Chuck’s Corner look?
- Chuck shares some photographic tips
- How does Chuck anticipate his next topic
- Does he have an editorial calendar?
- What Chuck would do if he was starting a blog at a school
- What metrics does Chuck use to gauge the success of the blog?
- What does his family think of Chuck’s Corner?
- What happens to Chuck’s Corner after Chuck retires?
- How do you end a blog that has over 75,000 readers?
- Is there anything Chuck would change if he had to do it all over again?
Items mentioned in this episode include:- WhippleHill
- Adobe Lightroom
- Nikon Coolpix p510
- Rob Norman – Turnaround Marketing
- Episode 8 – Branding for Schools with Liza Fisher Norman and Rob Norman
I also encourage you to check out Jay Goulart’s blog post about Chuck’s Corner – 15 Years Observing Life on the Corner
Help Us Spread t
44 min - Branding for Schools with Liza Fisher Norman and Rob Norman
A topic that is hugely important to school marketing, and one that I probably haven’t spent enough time discussing, is branding for schools. My opinion is that schools that have a good grasp of their brand have a much better chance of being successful marketing their school than those who don’t.
It’s because of this importance of understanding your school’s brand that I’m so excited to share this interview with Liza Fisher Norman and Rob Norman with you.
Liza and Rob are the husband and wife duo behind Turnaround Marketing Communications and they have been helping schools uncover their brand for years. Liza and Rob are the people I turn to when I have a question about branding and I’m excited to share their expertise with you.
Enjoy!
In this episode, here’s what we’ll cover:- What is branding?
- What are the two parts that make up a school’s brand?
- How branding is “uncovered” in a school?
- What a brand isn’t
- What is the difference between a school’s brand and a school’s mission?
- Can a school determine a brand internally or do they need external help?
- How can a school begin with the brand process?
- What should a school do after the brand is delivered?
- How often the brand at your school changes?
- What actually makes up a brand at a school?
- How should schools use their graphic identity on their social media channels?
- How a brand will make a school’s marketing job easier.
- How you can use a hashtag at your school
Items mentioned in this episode include:- Appreciative Inquiry
- Westminster School Viewbook
- Hashtag #gowunited
- Turnaround Marketing 2012 TABS Presentation
- Turnaround Marketing Presentations
- InspirED School Marketers
- InspirED School Marketers Facebook Page
- InspirED School Marketers Pinterest Page
- InspirED School Marketers Twitter account
- SuperSchoolNews Twitter Account
Help Us Spread the Word!
Please let your Twitter followers know about this podcast. Simply click here now to post a tweet.
If you enjoyed this episode of the Internet Marketing for Schools podcast, please head over to iTunes, leave a rating, write a review and subscribe. And if you listen on Stitcher, please click here to rate and review this show.
Please ask your branding for schools question below.
1 hr 3 min - Creating a Systematic School Marketing Plan with Randy Vaughn
For episode 7 I’m excited to interview Randy Vaughn from Your School Marketing about creating a systematic school marketing plan.
I’m a big fan of Randys and am excited to share this great interview full of actionable tips to help you create your school marketing plan.
Here is Randy’s bio:
He has occupied the corner cubicle of a Fortune 100 company, raised a family of young kids in a rural African country, and currently enjoys his various entrepreneurial endeavors. Currently Randy loves consulting with K-12 Christian schools around the country on marketing strategy, social media and the “3 Rs of school marketing”: recruitment, retention and referrals. Randy is Dallas-Fort Worth’s only Certified Duct Tape Marketing Consultant. Randy and his wife, Kelly, have been married 18 years and have 4 children (currently 15, 10, 9 and 8 years old) and a 5 lb Yorkie named Hunter. Working alongside his identical twin brother, Donny, they are known as the “Marketing Twins”. Together their team helps develop and install strategic marketing systems for Christian small businesses, nonprofits and private Christian schools. Also they implement creative solutions and perform a variety of graphic design, web, and social media marketing projects. Their latest project is the launch of the School Marketing academy, an online portal of low-cost, self-paced courses to help school professionals learn marketing. Randy also loves to give away free school marketing ideas via their school marketing podcast, on their blog and YouTube channel.
In this episode, here’s what we’ll cover:- Why a school should think about having a systematic marketing plan
- Is your current marketing planning characterized as CHAOTIC (led by trendy fads), COPYCAT (doing whatever our competition is doing) or CHRONIC CONFUSION (doing what we have done because we’ve always done it that way)? Randy shares how he defines a marketing plan
- Do you really have a marketing plan or simply a document that shares your enrollment goals? What Randy, and I, think a real marketing plan actually should be
- The key components of an effective marketing plan
- The surprising fact that school marketing is not about your school. We share who your marketing should be about
- Enrollment numbers drive the budget of a school (and so much more). In admissions, we fixate on enrollment. Randy suggests schools should have a broader understanding of marketing beyond just enrollment
- The number #1 audience your school marketing plan should include and probably doesn’t
- What are the most important types of content to produce and where should you publish the content to get the most bang for your buck
- What social networks should a school be on to help their marketing efforts
- How should a school implement a systematic, year-around, marketing plan that gets results
- Should you simply consider online marketing efforts or should you also think about off-line efforts
- What is the ideal time frame for your school marketing plan
- What personnel should be involved in your school marketing planning
- What your physical school marketing plan should look like
Items mentioned in this episode include:- Youtility by Jay Baer
- Social Media Audit by Randy YourSchoolMarketing.com/SchneiderB
1 hr 2 min
About SchneiderB.FM
From the publisher's feed
Hosted by Brendan Schneider. This is THE podcast dedicated to helping you use the internet to market your school in order to achieve your enrollment goals.